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In Portugal, an average of three people die by suicide every day. Yet, as one of society’s deepest taboos, death (especially self-inflicted) is rarely spoken about. It is not communicated.

Suicide exists in our daily reality, often unnoticed, while we forget that creating space, opening conversations, and paying attention is a shared responsibility.
Every day, after a simple hello, we ask “How are you?” - without waiting for the answer. It is within this brief, ordinary moment that we must learn to stop, to listen, and to finally ask the difficult questions - the ones that can change lives.

This was the starting point of the campaign: to create space for a fractured, uncomfortable topic within everyday conversation. With the launch of 1411 (Portugal’s first 24/7 national suicide prevention helpline) the campaign reframed prevention as a collective social responsibility.

With no media investment, the campaign reached 30% of the Portuguese population and sparked nearly 20,000 social media shares, proving that to truly know if someone is okay, we must first mean it when we ask: “How are you?”